An innovative visual identity and numerous initiatives, inviting the Milanese community to donate their 5×1000 in support of the national and international programs of the Rossoneri charity
Milan, 3 May 2024 – On Sunday 5 May 2024 during the Serie A Matchday 35 fixture, AC Milan v Genoa, Fondazione Milan will launch ‘Your Own Path,’ a 5×1000 campaign that calls upon the entire Rossoneri family to support the projects developed in Italy and around the world. Fans are encouraged to indicate tax code 97340600150 in the appropriate space of their tax return, with the aim of helping thousands of young people discover their talents and their paths, both on the field and in life.
The campaign revolutionises Fondazione Milan’s communicative approach, adopting an innovative digital language that, through an explosion of colours, engaging animations, and captivating illustrations, invites the entire Milanese community to come together in its diversity, celebrating the uniqueness of each individual and the strength of teamwork to be protagonists of change and achieve common goals of solidarity and inclusion.
“Your Own Path” will take centre stage at San Siro before AC Milan v Genoa, where 40 volunteers will wear a special jersey featuring the campaign slogan and the tax code to which to allocate their 5×1000 in support of Fondazione Milan’s programs. They will distribute dedicated cards to all fans, which will also be available in the stadium’s hospitality areas. Prior to kick-off, young players from the Rossoneri Academies will take a lap around the field displaying two banners with the campaign’s references to the audience in the stands. The campaign will also be promoted on the LED boards and the stadium’s big screens, where Fondazione Milan’s official 5×1000 advert will be broadcast. The attention to the campaign will continue in the two matches against Cagliari and Salernitana, closing the sports season: the visual identity of “Your Own Path” will indeed personalise the tickets issued to access the stadium for the last three home games.
The 5×1000 donations will be allocated to support Fondazione Milan’s Sport for All and Sport for Change programs, which use sports as a tool for inclusion and social redemption for young people with disabilities or from disadvantaged social backgrounds. This season the Sport for All program has supported the implementation of projects in Milan, Reggio Emilia, and Messina to promote integrated sports and a culture of inclusivity. Furthermore, the Sport for Change program has reached five continents – Africa, Asia, Europe, North America, and South America – using football as a tool for social inclusion by promoting educational and sports pathways, reintegration, and female empowerment, as well as creating safe environments to play and grow away from violent or complex surroundings.
In over twenty years of activity, thanks to the many donors and the contribution of professionals within the Rossoneri family, Fondazione Milan has implemented about 248 projects in Italy and 23 other countries worldwide, allocating more than 12 million euros to social projects, generating an impact on the lives of over 100,000 young people.
